The Research Of Lvyang For Marketing Strategy Of USGA Handicap System

Generally, Amateur golfers use USGA handicap system both in competition and non-competition, and golfers are allowed playing only when they show their handicap cards in most of golf courses overseas. USGA handicap system has set the international standard for all amateur golfers even professional golfers sometimes. However, in China USGA handicap system hasn't been popularized and Golf is still in its infancy since it just began only more than ten years ago. But USGA will be widely used soon because the golf market has great potential in China. What LvYang Golf Network Co. Ltd wants to do is just to get into the golf industry by promotion for USGA handicap system embracing such a good chance.The subject of this thesis is designed and describes the marketing strategy and marketing policy on how LvYang Golf Consulting Management Co. Ltd and China Mobile cooperate to promote USGA handicap system in China. The thesis analyzes the macro-marketing environment and micro-marketing environment for golf and USGA handicap system especially in SWOT analysis on the only competitor, on which we can plan the appropriate strategy to beat the rival based. We choose GoTone VIP members of China Mobile as our target market and make China Mobile become our exclusive reseller and partner to promote USGA handicap system so that we can avoid competing directly with the rival in the same segment market. Then we work out the 4P's marketing strategy.The conclusion of the thesis is that it is feasible for LvYang to promote USGA handicap system in China, but the key is that LvYang should avoid fighting directly with the rival and work out the marketing strategy and tactics better that the rival's. The most important of all, it is so creative and practicable to promote handicap...